This document discusses marketing strategies for fast moving consumer goods companies. It talks about how companies don't just sell products like soap or anti-aging creams, but also sell hope by appealing to consumer motivations like self-esteem, having a better figure, or not gaining weight. The document also mentions strategies like laddering and using flavors to appeal to consumers' actions and tastes.

1. We Don’t Sell Soap, We Sell Hope

2. FMCG…

3. Anti - Aging creams

4. Selling Car Or Selling Hope

5. Laddering (V Self-esteem(C) Better figure (C) Don’t get fat(C) Eat less (A) Strong taste (A) Flavored chip

7. By: Rahul Singh Rohit Gaur Prateekkumar Ankit Gupta